How Do Double Eleven Make Brand Operation?

How do double eleven make brand operation?

This year, double eleven is in the original "1111".

On the basis of this, the new double eleven globalization, the new business outlook of the whole channel and the brand demand of "consumption + entertainment" will be built together with consumers to create the Tmall global carnival.

If content and activities are Tmall's way to make people chop their hands, then the users' recognition of "contact cognition cognition recognition" for double eleven is also enough to contribute to the brand operation. The innovation of marketing gameplay makes Tmall's eating phase change not so ugly.

At the user level, this year's Tmall double eleven advertising is absolutely integrated.

TV, radio, newspaper, magazine, outdoor, WeChat, micro-blog, portal, network video, mobile terminal. In short, there are eleven marketing information in places where there is traffic.

The crazy Tmall is still using the poster to brush up the Yizhuang subway station away from the new headquarters building of Jingdong. Please help me calculate the psychological shadow area of Jingdong employees when they see the posters at the door of the company.

Of course, Tmall is a game of rich people. If you are a budget limited petty bourgeois operator, you can learn how to use the limited organization of subway advertising to create creative marketing.

After talking about the simple and crude advertising campaign of Tmall brand operators, we will take inventory of the users' recognition in the "cognition cognition recognition" double eleven process.

(information is a bit heavy. Please hold on to it).

1, 2015

The carnival of the world opens, announcing that the main battlefield is in Beijing.

In October 13th, the representatives of 39 ambassadors stationed in China together with Ma Shu Shu came to Hangzhou to jointly open the double eleven global carnival.

In order to fight this war, Ali can be described as early in the layout, and the north of Beijing is undoubtedly the top priority of the move to the capital city. Ali also announced that the main battlefield of this year's double 11 will be placed in Beijing.

2. Super nation day, Global Research Institute.

Tmall recommended a special national theme every day for 10 days on 21-10 October, 31 days, covering all countries and regions.

Brand operators regard micro-blog as the main battleground of a series of activities, and interact with the relevant official micro-blog, such as tourism bureaus and embassies in various countries and regions.

Even in October 19th, William Alexander, king of Holland, planned to visit the Alibaba and Xixi park to jointly launch the Holland national pavilion with the owner of Ma Yun.

3, Wan Dian celebrating the world's flagship store without closing.

Following the launch of the "Wan Dian Qing Qing conference" in October 19th, Tmall International launched a global flagship store in the west of Yintai election in October 23rd, which is not shutting down A doors.

The activity connects the global flagship store through video and realizes the interaction between consumers and flagship stores.

At the same time, at the scene, there are more shops to celebrate the activities of owning red envelopes. Through mobile phone Taobao and mobile phone Tmall scanning color Tmall or Tmall double eleven logo, there will be a double eleven red envelope.

4, chicken and duck analogy, rebuke Jingdong.

This is a very successful PR marketing, which has attracted media coverage.

In November 3rd, the Jingdong reported to the SAIC that Ali had disrupted the order of e-commerce market, and the smart Tmall's brand operation (PR) had brought the entertainment spirit to the extreme. In response to numerous multimedia responses, the real name of Jingdong was "the chicken reported the duck, and the duck monopolized the lake."

5, "double 11" subway art exhibition.

Since October 31, eleven art exhibitions have been held in the subway stations in Beijing, Shanghai and other places. Tmall has invited 14 brands including L'OREAL, LAMY, Muji, Kindle, Topshop, etc. (all have official flagship stores in Tmall), and 22 artists, with Tmall head as the original type.

Many of the friends of Xiao Xian's WeChat have spontaneously shared photos of the exhibition site.

6, search new ways, the whole people grab red envelopes

Grab red packets, this violent interaction, double eleven Carnival nature is indispensable.

Compared with previous years, this year's consumers have received a subversive innovation in the way of receiving red packets. They are more entertaining and interactive. They include confidential red envelopes, red envelopes, red envelopes and so on.

Among them, keyword search is the most subversive way to make secret red packets, and consumers will get a red envelope if they enter Taobao Tmall's home search column.

Tmall's brand operators also invited many movie stars, including Yang Mi, to send welfare to fans through secret red envelopes.

However, for the Tmall operation that will play, it is not enough to send red packets, adding some key words special effects ~duangduang~~~.

7, Prime Minister Keqiang congratulatory message

As long as it is related to entrepreneurship and economic growth, Li Dada will be very supportive.

Keqiang Premier's greetings to the double eleven is undoubtedly an unexpected joy, and a very authoritative brand endorsement. Brand operators will certainly not let go of this opportunity to firmly cut the user's hand, who is still in the Bibi fake!

8, "double eleven Spring Festival Gala" 4 hours of live broadcast.

In order to complete the pformation of "entertainment + consumption" mode, Tmall's high-profile joint Feng Feng guide and the toilet stage held the first double eleven party.

Tmall is a curiosity for users, and they do not forget to use the common marketing methods to "reveal the stars one by one".

In the course of this advertising evening, real-time interactive red envelopes and targeted shopping programs such as tomorrow will further strengthen the concept of "entertainment + consumption" brand.

In addition, in order to embody globalization, Danniel Craig, the international superstar (the 007 actor), was invited to take part in the box opening of the party.

What are quality / effective brand marketing?

Tmall has so many marketing activities that you are already dazzled. I classify these 8 brand activities to make you understand the brand operation of double eleven globally.

Among them, "the whole people"

"The global flagship store", "double eleven carnival night", "subway Art Exhibition" and "double eleven Spring Festival Gala", are constructed through scenes, encouraging user guidance, allowing users to spontaneously produce interactive behaviors such as heaven cats and red envelopes, which is a good example of deep interactive marketing.

For the operation, the lively marketing is not only for high forwarding high praise, but the final effect depends on its impact on the core data.

Sales, orders, App downloads, the first two data no longer boil down to talk about the double app on the eve of the Tmall app download changes.

The new users peak appeared in October 17th, October 22nd and November 6th three days respectively, corresponding to Tmall's "start double 11 Carnival and expose double 11 parties" details, Tmall announced the "double 11 strategy" and "Tmall response to Jingdong report" three major events.

What is interesting is that Tmall's "double 11" activity launched and launched by the strategic launch of new users, but less than Tmall responded to Jingdong reported "chicken reported the duck, said duck to monopolize the lake" God replies.

However, this does not negate the value of other brand activities. From the Baidu index, the attention of the society to this year's "double eleven" is more than the sum of the previous ones. Tmall operators have turned the festival of dog abuse into a national chop hand Festival.

Regardless of the follow-up media opinion evaluation, for the brand operators, this year, double eleven itself is a very successful event marketing, it is worth picking out from time to time.